Customer acquisition

Customer acquisition.

Accelerate growth with digital speed.

The challenge

You need new customers — without new budget.

Across most industries, the average cost of acquiring a new customer continues to increase, despite having numerous ways to reach them. You need to optimise your digital campaigns to grow your client base, not just with more customers, but also with higher-value accounts. If you’re feeling pressure to show better results on digital channels, you find yourself saying:

“I need better customer data for lead generation and retargeting campaigns.” You need a way to include insights from campaign data in order to build personalised experiences that will attract high-value prospects.

“I need to personalise and target my ads on other sites with the same messaging I would use on my own site.” When you are unable to effectively close the loop between off-site advertising and personalised messages on your own properties, new customer growth takes a hit.

“I need an attribution model that will identify how I found my best customers, so I can spend money where I’m getting the best return.” Conversions are increasing, but without understanding the most reliable triggers, you will continue to play roulette with your marketing dollars.

Five challenges that keep you from attracting the best new customers:

You can't leverage customer information for off-site advertising.

You lack strong capabilities for retargeting customers who don’t convert.

You can’t close the loop between your off-site and on-site messaging for personalised experiences.

You lack visibility into actions and synergies across search, social and display.

You have difficulty delivering relevance when your customers act, due to poorly-connected technology.

For more customers, think data.

Accessible, integrated customer data can help you to find new audiences that are like your current customers. But many corporate marketers report problems with both data and technology:

66% admit issues with their own data — it’s inaccurate, old or conflicting.

51% say they have issues with marketing technology — it’s slow to match data, has insufficient capabilities or is disconnected.

Acquisition Evolved Adobe, February 2017

The solution

Learn to read the clues your customers leave behind.

Acquisition Deceleration vs. Acquisition Acceleration.

Acquisition deceleration happens when customer data gathered from digital channels isn’t used for advertising and retargeting capabilities become limited and obsolete. When you can’t effectively attribute impact among paid media channels such as search, social and display, ROI from digital channels slows to a crawl.

vs.

Acquisition acceleration is the ability to engage high-value customers at a faster pace and a lower cost, no matter where they are. You’ll enrich audience segments with behavioural data from multiple channels. You’ll also be able to attribute conversions to the correct channels in real time, increasing valuable engagements and conversions.

Customer acquisition = Accelerating your ability to move more of the right people to complete a transaction, by capturing online behaviour, creating audience segments with high lifetime value and delivering dynamic cross-channel offers.

The best brands are consistently growing their client base with a steady stream of new customers. Accelerate your customer acquisition by:

Delivering dynamic ads on third-party sites and closing the loop with personalised messages on your own site.

Attributing impact to optimise your budget across all channels.

Reach millions of customers.

Find a solution for producing millions of ads and delivering them to individuals, one at a time, in Brilliant Advertising.

The Adobe advantage

Increase customer acquisition with Adobe.

We understand that the future of any successful business hangs on the power to acquire new, high-value customers without spending more than you need to.

By starting with the right analytics platform, we can help you to identify new or anonymous visitors to your sites. You can collect the data traits and behaviour of those visitors through analytics technology, allowing you to better identify the visitors and their preferences.

Identify highly qualified prospects faster in just four steps:

CAPTURE
online behaviour and use it to build segments and create offers.

CLOSE THE LOOP
by matching off-site ads with on-site messaging for a personalised experience.

We can help you to create and enrich audience segments with data collected from web behaviour, customer relationship management solutions and other sources. Once this data is combined in your data management platform, you can form audience segments for more precise targeting. Dividing customers into segments helps you to deliver dynamic offers to the right audience for a more personalised experience.

Finally, you can bring the process full circle through on-site personalisation — using rules-based targeting systems that automatically match relevant content with audience IDs — and provide a quicker response at scale.

Learn to create data-driven objectives to optimise your paid search.

Paid search is a top strategy for customer acquisition. Find out how to make it work for you with tips from our Adobe Advertising Cloud account manager and paid search specialist.

Customer story

New customers now boarding.

Canadian airline WestJet believes its company’s philosophy of “just because you pay less, doesn’t mean you get less” should also apply to its customer acquisition strategy. With Adobe solutions, WestJet is maximising its budget to reach customers with relevant ads that help drive conversions, improve online experiences and lead sales directly to their site.

“Because we can see how successful our campaigns are, we know which ones are best at encouraging customers to book on our website instead of other channels.”

Get more of the best customers, faster.

We help you to convert and keep high-value accounts. With distinct audience segments built from integrated data sources, you can create compelling content for optimal channels. And since the entire chain of events is managed within native Adobe solutions, you get a seamless experience that is unparalleled in the industry. Not only will you accelerate your digital customer acquisition strategies, but you will be able to manage costs as you attribute success to the right sources.

You improve new account quality by targeting combined datasets.

You increase conversion rates by connecting messages to behaviour.

You make the most of your marketing dollars with proper attribution.

Keep your enterprise growing with Customer Acquisition.

Increase the value of your marketing by attracting and keeping high-value accounts.